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Competing on the Internet? Think of judo

The Antidote

ISSN: 1363-8483

Article publication date: 1 September 2000


Believes judo strategy is a ‘useful mindset’ for any company, and quotes a number who have used this strategy over the years — including Toyota and Nissan, when they wanted to break into the US car market in the 1970s — plus Sega v Nintendo in the hand‐held video games market. Reckons principles of judo can be used in business to aid speed and agility to turn bigger opponents. Flags up, in a highlighted box, four traps into which judo strategists can fall and these are explained in full. Concludes, in the end, opponents must be tipped off balance — even ants can topple much bigger opponents by ‘having a go’.



Kippenberger, T. (2000), "Competing on the Internet? Think of judo", The Antidote, Vol. 5 No. 5, pp. 18-20.




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